Nothing sweet about city's anti-soda ads

A year after it produced the “Pouring on the Pounds” campaign, which included a stomach-turning video of a man drinking a concoction meant to look like liquid blubber, the New York City Department of Health and Mental Hygiene is targeting parents in its latest salvo.

The city launched round two in its war against sugary drinks on Monday, unveiling a subway poster ad depicting 26 packets of sugar being poured into a cup of soda.

A year after it produced the “Pouring on the Pounds” campaign, which included a stomach-turning video of a man drinking a concoction meant to look like liquid blubber, the New York City Department of Health and Mental Hygiene is targeting parents in its latest salvo.

The ad released today says, “Your kid just ate 26 packs of sugar.” According to the agency, a 32-ounce bottle of soda contains the equivalent of 26 packets of sugar.

Health Commissioner Thomas Farley said in a statement, “Few of us would knowingly eat that much sugar in one sitting, let alone feed it to our children.”

The city is taking aim at the beverage industry in its anti-obesity crusade, blaming the industry for contributing to an epidemic that causes heart disease and diabetes. Beverage makers have disputed these claims, pointing to the fact that they offer many low- to no-calorie choices. A spokesperson from the American Beverage Association, a trade group that has taken the lead in addressing the city's ads, could not be reached at press time.

According to the city, the proportion of New York City adults consuming one of more sugary drinks each day declined by about 12% between 2007 and 2009, the period before it launched its advertisements.

The new campaign cost $160,000 and was funded by a grant from the Centers for Disease Control.

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